I had the opportunity this summer (before a Sweet, Sweet Summer fell into fall – thank you to a reader for the new title!) to interview Jim May, founder of Wisdom Naturals Brands and SweetLeaf stevia.

Jim May: Background

Jim May first tasted stevia in 1982 when a Peace Corps volunteer brought some to him from South America. He made it his mission to bring stevia to the United States and began what would be a 25+ year battle to obtain GRAS (generally recognized as safe) status from the FDA so that he could market stevia as a sweetener to be added to foods.

Coming from the perspective of a former end-stage renal disease executive, the health benefits of stevia have always been important to Jim May. He prides himself on keeping all chemicals away from his product and processes the stevia differently than others on the market. May also sources his stevia only from South America, where he hopes the economy can be stimulated with a legal crop in part to combat the lucrative drug trade there.

Q&A with Jim May

Chatting with Jim May reminded me a little of talking with my own father: a man in the upper decades of life, uber-passionate about his work, focused on big goals, lover of storytelling, and right about everything, because how could there be any other way? I immediately felt comfortable with the conversation and became more and more interested in and fascinated by what he had to share (the 30-minute interview turned into 45 minutes before we knew it).

photo source: Wisdom Naturals Press Kit

Here’s the basic text of the interview, adjusted slightly to make sure my notes make sense, but mostly Jim May’s words:

Q: How does one process a green leaf into a white powder?

A: The stevia herb is green because of chlorophyll. To make the white powder, we soak leaves in cool water, and over a period of soaking time, all the nutrients are extracted. Then we use a series of filters of various molecular pores (sizes) which can extract various compounds and separate them. We end up the four most desirable glycosides, the sweet compounds in the leaves.

Scientists used to think there were eleven glycosides, but now know there are over 25. When they are separated, you have white powder because the chlorophyll is removed. No bleaches or chemicals ever touch the product.

Q: How do you find natural stevia vs. unnatural?

A: The simple answer is to use Sweetleaf. Long answer: the old way to extract uses chemicals, including ethanol and methanol. [Jim tells the story of a guy who talked to him at a trade show saying, “we use food grade ethanol, and you should too." May says ethanol is car fuel. That’s why there’s no corn to feed all the people.] Sweetleaf technology uses 100% cool water filtration; no chemicals or alcohols whatsoever ever touch our product.

Q: What did you do between 1982 and 2008, when stevia finally received GRAS status from the FDA, to keep SweetLeaf running? How did you get stevia into the U.S.?

A: [Between 1982 and 1995, we sold Yerba Matte, a traditional South American tea that includes stevia, then marketed it for the skin, and when stevia was allowed as a supplement, we sold it as that.

The process of figuring out how to market it as a sweetener people would recognize (in packets) was difficult.]

Stevia extract is 300x sweeter than sugar. The only source at the time (in 1995) was China. People couldn’t use anything in the kitchen that was 300x sweeter than sugar. How to make it work?

We had to do what aspartame is doing – blend it with a carrier. What to use? There were no good ideas out there, so I wouldn’t do it because I wanted a product absolutely healthy and natural, something diabetics could use without any harm whatsoever [remember that May’s background is in renal disease].

I began searching for a proper carrier, and it took a year to find it – inulin. Inulin exists in all fruits and vegetables. It’s a soluble fiber, but we don’t digest it. Inulin goes directly to the intestines, where it’s a primary food supply for good bacteria. It is white, mildly sweet, has no calories, no impact on the glycemic index.

The SweetLeaf blend for packets and shaker bottles is inulin. The quality of inulin and stevia has increased over years.

[When the GRAS status was recognized in 2008, we were ready to go to market.]

Q: What kind of hoops did you have to jump through to get the GRAS status for stevia, and why was it such a long task?

A: I went to the FDA office in early 1983 with tea bags I wanted to market, and also a dark liquid concentrate (which doesn’t taste quite as good as the clear liquid). They told me, “Oh, Mr. May, we know all about stevia and it’s perfectly safe; you’ll have no problem.”

Then the problems started. In 1965 a drug company was developing aspartame as prescription only drug for peptic ulcers. Because of negative test results on safety, they could not get it approved. Then one day a lab worker accidentally licked his hand or something and tasted the substance.

Suddenly the drug is going to be marketed as sweetener, but the FDA wouldn’t allow it at that time. The drug company had done numerous studies, most of which said it was safe, etc. Most independent labs showed it was terrible for human body.

The Senate held hearings and doctors and scientists continued testifying that it was no good.

At this time, [political drama began]. Ronald Reagan did not select Donald Rumsfield as his running mate, choosing Gerald R. Ford instead. It was sort of expected in Washington that Rumsfield was owed something.

The drug company then hired Rumsfield to be president of the company; his assignment was to get aspartame approved as sweetener. He accomplished that in 1981 in this way:

Rumsfield removed the commissioner of FDA and hired Arthur Hayes, whose job was to overrule objections to aspartame as sweetener; within a few weeks he resigned and went to work for the same drug company.

By 1982 Japan had been researching and marketing stevia for several years, and stevia had 40% of the market share for sweeteners in Japan. Rumsfield knew this and had just gotten aspartame approved…so stevia was a big competitor.

Suddenly after a magazine article featured my work with stevia, Rumsfield sent a big team to stop me from bringing stevia to America. The agent who called to tell me the news was so upset that he told me what they weren’t supposed to tell me!

The bottom line: Lawyers from aspartame company worked to stop me from selling stevia as a food, but they didn’t care if it was sold for topical benefits. Stevia concentrate is wonderfully healing for skin – so I changed the label to a skin care product and also sold herbal teas with healing properties including stevia in them.

I had a bad feeling about using the word stevia, so I trademarked “honey leaf” – what they call it loosely translated in Paraguay.

As I did speaking engagements about stevia’s topical benefits, people would always ask, “Can I take it internally?” and my answer was, “In America, no. …But if you lived in other countries, you could take it internally.”

By 1993 I was fed up with whole thing, so I met with John McCain [May’s senator from Arizona] and several congressmen to show them the Japanese research. I convinced them the whole thing had nothing to do with safety but was a restraint of trade.

They agreed and wrote letters to FDA on my behalf. They got nasty letters back telling them that congressmen do not tell the FDA what to do.

The next year, the FDA passed an act that allowed stevia to be sold “as a dietary supplement” only. So – congress did tell the FDA what to do.

In 1997 Cargill announced they were going to introduce stevia as first GRAS ("Generally Recognized as Safe") stevia in the US. Another company followed suit that THEY would be the first. Another company was going to get it approved as a drug so it couldn’t be a sweetener [because a drug can’t be a food].

I couldn’t let any of that happen! I took a course of action called “self affirmed GRAS” by hiring qualified scientists to research stevia who were all former FDA GRAS scientists.

The started with the 1700 pages of science on stevia collected, including over 1500 published scientific studies on safety of stevia – all positives. Any negative study has been disproven.

About this time scientists from South America called me and claimed they were experts in water extraction, that they could extract flavonoids, etc. from plants, and they wanted to know if I would work with them to develop a new technology for stevia extract.

By 2008 when the GRAS status was almost ready, we had developed the water extraction stevia in our private factory. Scientists said “absolutely this is GRAS." I felt like I “won” the race as the first to achieve GRAS status for stevia.

[Sidenote: according to Mr. May, Truvia brand is 99.1% erythritol and the "rest" is stevia. The erythritol is from GMO corn, extracted from corn with various alcohols. Americans rejected erythritol, but they are accepting stevia. Hence, big brands getting on board.]

Q: Research shows that eating both sugar and artificial sweeteners trains the palate to want more sweet food, and can be addictive. Any idea if stevia has a similar effect on our sugar cravings, or do different rules apply to herbs?

A: Stevia actually reduces desire for sweets and fatty foods. Nobody knows why yet, but if used daily as part of diet, you have no desire for sweets and fatty foods. This is not in a study, but it’s what people report.

Q: What sort of Sweet Leaf do you use personally on a daily basis: powder or liquid?

A: I have been using stevia every day for 29 years, and now I cannot tolerate more than a few bites of candy. I use every type – whole leaf every morning in a beverage called yerba matte – the hottest thing going in energy market, but bitter, so I include stevia. This has also stopped all the allergies I have had for 25 years.

Q: How can we (you) get stevia into more products that people can purchase at their local grocery stores? What roadblocks do you encounter when you approach other food companies to try to convince them that stevia is the ingredient to use?

A: The only roadblock is that big companies take a long long time (they have to) to do lots of research to make sure they’re not altering the flavor, etc. The head of Wrigley’s said if they decided they’d use stevia, it would take two years to get the new product on the shelf because of the product testing time.

As a company, we’re struggling to produce the new water extraction technology fast enough to supply the demand of those who want it. [Wisdom Naturals/SweetLeaf is adding new factories and expanding, but still makes sure they get all their stevia from South America.]

Q: How does the home baker make up for he discrepancy in mass between stevia and sugar?

A: The tabletop packets are ten times sweeter than sugar. We’re working on new product called Sugarleaf. It’s stevia bound to sugar molecules, one granule of both, so instead of 1 c. sugar in a recipe, you’d use 1/3 cup. That way you end up with 2/3 fewer calories.

Q: Do you have any plans to simply offer the dried herb, green, in its most natural form?

A: We do sell leaves in tea bag form, with which one can make a concentrate by cooking leaves in water. This maintains over 100 nutrients found in stevia that promote extraordinary healing both internally and topically.

This next part is my words, because FDA regulations prohibit companies from claiming any health benefits to foods whatsoever. Since the 1938 Food, Drug and Cosmetic Act, only drugs can cause us to have good health, you see. Right? Of course. Food has no impact on our well-being. Right. *raspberries*

They do sell stevia tea, and one teabag sweetens 2-6 cups of liquid. The tea helps stomach upsets, because harmful bacteria that cause upset stomachs, food poisoning, tooth decay, and gum disease love the taste of sweet glycosides. But stevia has a chain that harmful bacteria cannot digest.

Thanks, Mr. May! Great interview, and it’s so nice to "meet" a brand with a real person behind it, especially someone for whom global economics, environmental safety, and true health of people is paramount.

You can buy SweetLeaf stevia in stores or at Amazon HERE. Don’t forget to use your Swagbucks!

Watch next week for a recipe and some ideas on how to use stevia in the kitchen.

About Katie Kimball @ Kitchen Stewardship

Katie Kimball is a trusted educator and author of 8 real food cookbooks. She is passionate about researching natural remedies and making healthy cooking easier for busy families. She’s been featured on media outlets like ABC, NBC and First for Women magazine as well as contributing regularly on the FOX Network. Over the last 10 years, Katie has spoken prolifically at conferences, online summits and podcasts and become a trusted authority and advocate for children’s health. Busy moms look to this certified educator for honest, in-depth natural product reviews and thorough research. She often partners with health experts and medical practitioners to deliver the most current information to the Kitchen Stewardship community. In 2016 she created the #1 bestselling online kids cooking course, Kids Cook Real Food, helping thousands of families around the world learn to cook. A mom of 4 kids from Michigan, she is a Stress Mastery Educator and member of the American Institute of Stress.

This is a small point, but Ronald Reagan selected George H.W. Bush as his running mate, not Gerald R. Ford. Ford was president from 1974-76, losing to Jimmy Carter, who lost to Reagan. What this has to do with Rumsfeld is unclear to me.

Really appreciate the article and comments as I have been using NuNaturals for two years and have liked it but wondered about the difference between it and Truvia and other stevia products.
What is Erythritol? I have seen it as an ingredient in stevia products.

Marie,
Good questions! Truvia and some other “big name” products contain a small amount of stevia and a large amount of other fillers. NuNaturals is a darn good brand as far as keeping the junk out. Erythritol is another calorie-free “natural” sweetener, I think made from corn alcohols, but there are a lot of negative things said about it. It’s on my list to research more! 🙂 Katie

I have a bottle of the SweetLeaf Stevia Clear liquid, and it also lists “natural flavors” as an ingredient. Makes me nervous, since “natural flavors” can mean anything from MSG to actual natural flavors. Is there any way to identify what exactly is in it? Or the flavored ones, for that matter? I’d love to try them, too.

I keep hearing contradictory things about stevia and GAPS. My thinking is that because it’s an herb it’s legal, since herbs are all ok. But I’ve heard it has to do with the molecular structure of the plant too. Has anyone heard this or knows the answer? I’m hoping it’s legal because too much honey can really mess with my system (hypoglycemia).

Sarah,
I don’t know GAPs rules, unfortunately, but maybe Cara of Health, Home and Happiness would be a good source? They’ve done GAPS for a long time. I would think better to do stevia than something that will mess up your system, right?
Good luck – Katie

What has stopped his allergies — yerba matte or stevia? Or just his avoiding sugar, which causes food allergies and suppresses the immune system leading to seasonal allergies? Wish he’d elaborated. Thanks for the great post, though!

“A: I have been using stevia every day for 29 years, and now I cannot tolerate more than a few bites of candy. I use every type – whole leaf every morning in a beverage called yerba matte – the hottest thing going in energy market, but bitter, so I include stevia. This has also stopped all the allergies I have had for 25 years.”

Unrelated to the post, but I finally finished reading your entire blog from the first entry to this one (took me a good 4 months during kids’ naps and in between house work and following Monday Missions)! It’s been such a valuable resource as we’ve moved to real foods and eco-friendly products. Thanks so much! Looking forward to following along in real-time now.

Buy the way stevia is very easy to grow in the home garden and if you are in a climate that has a heavy freeze you grow it as an annual. In California it grows as a perennial, it dies back in the winter and comes up again in the spring.

Big government at its best. There is so many other companies in competition that they lobby to keep tings from being approved. What about kick backs, personal invested in certain companies themselves. It always comes back to the bottom line and greed. Not what is best for the people.

Actually, you can buy stevia tea bags. Wisdom Natural Brands, makers of SweetLeaf Stevia offers stevia herbal tea. I know because I work for the company, and have even drank stevia herbal tea with tea bags. It helped heal my food poisoning–it was amazing! Try natural food stores or you can always go online to www.wisdomnaturalbrands.com Good luck!

I just went to the website I provided, and you may need to go to www.wisdomofancients.com to purchase the stevia herbal tea with tea bags. Wisdom of the Ancients is the brand of the herbal teas, and they are made by Wisdom Natural Brands.

That is an absolutely horrifying story about why stevia didn’t get GRAS for so long. That is why so many people (including myself) do not trust the FDA and politicians and so on. Because this sort of unconscionable, corrupt behavior really does occur! It’s about protecting projects and the market and industries, not doing what is actually best for people. Just insane.

Perfect timing! My nutritionist gave me a shake recipe that has stevia liquid in it and I sat down to order some but found your article first. It is helpful to know how Sweetleaf Stevia is processed. Thank you!

I do have a hearth question: I read somewhere that because Stevia has no calories but tastes sweet, it fools the metabolism. This doesn’t pose a problem until the next time one’s body tries to metabolize sugar, but then it can really throw off one’s system. Is this true, or do you know anything about this issue? Thanks!

Question: When you go to the Amazon link, it shows these bottles of liquid stevia with flavor like vanilla and English toffee. They say Sweetleaf but the packaging looks different. I would LOVE to try them, but I want to make sure I’m getting something that is healthy and doesn’t have weirdo chemicals in it.

Kelli,
I have a Sweetleaf flavored stevia, and it just says “natural flavorings.” For me though, I’d stick with the clear liquid b/c I could use it for anything (they do have the clear unflavored on Amazon too). Good question! 🙂 Katie

Kelli, I work for SweetLeaf and I can assure you that there are no chemicals in the flavored liquid stevia. There are no chemicals in any of SweetLeaf’s formulations. Also, when it says”natural flavorings,” that’s exactly what it is. I use the liquid flavors myself. Recently, the root beer in sparkling water to make a healthy soda and theEnglish Toffee on cooked ham with cinnamon.

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